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A Conversation with Brian Tomasette
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In this fireside conversation recorded live at Cannes, Revive Media’s CRO Danielle Shamos sits down with Brian Tomasette, Director of Product & Engineering at Amazon DSP, to unpack the platform’s latest innovations—and what they mean for agencies and brands navigating today’s video and performance landscape.
Brian outlines how Amazon DSP has evolved from a tool primarily for endemic advertisers to a robust platform built for non-endemic brands across verticals like auto, financial services, and telco. With investments in machine learning and a broader product roadmap, advertisers can now use Amazon’s first-party data and CRM integrations to build and optimize across the funnel—from awareness to conversion.
“We knew Amazon was strong for sellers, but now the real growth is in helping brands who don’t sell on Amazon—by connecting their CRM, measuring call center outcomes, and using AI to find lookalike customers.”
CTV continues to explode, and Amazon is at the center of it. Recent partnerships with Roku and Disney, alongside Prime Video ads, are expanding Amazon’s premium inventory. The DSP now enables performance-driven CTV campaigns through Performance Plus and Brand Plus, giving advertisers control over both reach and attribution.
“Brand advertisers want performance. Performance advertisers want TV. We created a model that does both—helping advertisers bridge awareness and conversion in one strategy.”
Brian highlights how Amazon’s latest tools avoid the “black box” trap of AI by offering transparency. Advertisers and agencies can see the audiences, inventory, and signals that drive results—allowing them to refine creative, build custom audiences, and iterate intelligently.
“The purpose of AI isn’t to replace the marketer—it’s to empower them. You can use AMC to dig into every touchpoint, every deal ID, and build smarter campaigns from there.”
Complete TV is Amazon’s answer to fragmented media buying. It brings together traditional TV-style planning with CTV and digital campaigns, giving brands a holistic view of reach, frequency, and impact across channels.
“We want to break the wall between the TV team and the digital team. Complete TV lets you plan and optimize across both—with AMC insights and audience overlays all in one place.”
Whether you're a performance-driven SMB or a sophisticated national brand, Amazon DSP is building tailored entry points. Sponsor TV simplifies premium access, while newer tools focus on audience building, creative optimization, and growth without over-complication.
“It’s about sophistication without complexity. We want to keep the tools powerful, but approachable—especially for mid-market brands scaling up.”
One standout innovation is the goal-seeking bidder, which dynamically balances frequency across deal types and inventory. This ensures campaigns don’t under-deliver (single impressions) or over-deliver (wasting spend), all while optimizing for true down-funnel impact.
“Most people focus on capping frequency—but hitting ideal frequency is what actually drives results. That’s what we’re helping advertisers do.”
This conversation highlighted how Amazon DSP is no longer just a marketplace tool—it’s a full-funnel engine for modern advertisers. With advancements in measurement, CTV, machine learning, and media planning, agencies and brands now have more tools than ever to reach the right customers, in the right moments, with the right message.
Revive began as an Amazon Ads-focused agency, founded by a former Amazonian to help brands succeed in the complex world of Amazon advertising. Today, Revive has grown into a multi-channel media partner and technology provider, helping brands unlock better outcomes across Streaming TV and advanced retail media platforms. As an Advanced Amazon Ads Partner and a leader in Amazon Marketing Cloud, Revive brings deep expertise, a collaborative approach, and a proprietary ad enablement platform, Convoy, to simplify campaign management and drive real results.
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